Silver Spike

Case Film

Presentation Image

CategoryE01. Acquisitions


Name Company Position
David Halter CHE Proximity Managing Director
Ant White CHE Proximity Executive Creative Director
James Greaney CHE Proximity Director - Data
Mia Matulic CHE Proximity Group Account Director
Brian Jefferson CHE Proximity Group Creative Director
Marianne Apolinario CHE Proximity Senior Account Director
Kat Lear CHE Proximity Senior Account Manager
Adam Kotecki CHE Proximity Senior Account Manager
Caitlin Adler CHE Proximity Account Executive
Daniel Davison CHE Proximity Art Director
Ashley Wilding CHE Proximity Copywriter
Meredith Besseling CHE Proximity Digital Designer
Elizabeth Geor CHE Proximity Director of Experience
Catherine Hooson CHE Proximity Head of Experience
Bea Teehankee CHE Proximity Senior Strategic Planner
James Shaw CHE Proximity Head of Performance
Elliot Tindale CHE Proximity Performance Manager
Jenny Livingston CHE Proximity Head of Production
Natalie Hort CHE Proximity Production Manager
Blaise Palmer CHE Proximity Senior Digital Producer
Abe Forsythe Goodoil Films Director
Sam Long Goodoil Films Executive Producer
Llew Griffiths Goodoil Films Senior Producer
Crighton Bone Goodoil Films Director of Photography
Dean Chadwick Velocity Frequent Flyer Chief Marketing Officer
Sterling Brain Velocity Frequent Flyer Chief Financial Officer
Steve Baird Velocity Frequent Flyer Head of Customer Loyalty
Renee Thorpe Velocity Frequent Flyer Marketing Specialist – Brand
Annabel Brusasco Velocity Frequent Flyer Marketing Advisor
Jonathan Steel Velocity Frequent Flyer Head of Digital
Simon Harries Velocity Frequent Flyer Manager - Customer Experience

The Campaign

Honouring a mistake is the quickest way to build brand trust – it shows we’re only human. The mistake, made by our intern ‘Tim’, was typo in an email sent to some of Velocity’s 7.5M members offering them a slice of 1 billion (instead of 1 million) Points. The more bank reward points people moved across, the bigger their share of the billion Points. After 24 hours of headlines and an explosion of commentary, we decided to honour the ‘mistake’ (like all trusted brands should) framing this as the biggest points giveaway in Australian history. The Billion Point (that was supposed to be the Million Point) Giveaway. The consequences that followed were documented in a 40-part mini-series that played out across May.

Creative Execution

Implementation: The mini-series ‘Dramatised’ the ‘mistake’, capturing the attention of our targeted cohorts. ‘Contextual’ assets made Points tangible and drove microsite traffic, with ‘Commercial’ activity propelling consumer points transfers with action driven messaging. Timeline: Knowing people don’t consume digital media in a linear fashion, this series found you, knew what you’d seen regardless of platform, then served the relevant episode. Interaction with campaign media informed retargeting activity, optimising personalisation and efficiency - creating unique customer journeys throughout May. Placement: Customers were targeted holistically with balanced owned and paid media including eDMs, SMS, display banners, social posts, partner assets, to LinkedIn (where Tim job hunted), plus in-airport print collateral, in-flight magazines, and lounge screens. Scale: This behavioural in-market sequenced model allowed a ‘CRM at scale’ strategy with nine addressable cohorts, split by interests, past behaviour, and brand life-cycle stage, across Facebook-3.4M and DBM-1.2M, driven by contextualised and commercialised calls-to-action.


Like all campaigns, results are only relative. So we have compared our results to the November 2016 campaign, which had the same offer (move your points and receive a 15% bonus). Important to note though, the May 2017 had a 35% lower working media spend. Compared to the November 2016 campaign (same 15% bonus mechanic), we had; - Acquisition of new members: 116% increase in new transferees, - Higher value transferees: 27% higher average points transfer for these new transferees, - More transfers: 19% increase in total campaign transfers, - More points transferred: 34% overall uplift in points transferred and, - A better ROMI: $6.60 return for every dollar spent. And our big mistake - the Billion Point Giveaway video mini-series - was viewed over 7,333,290 times. The campaign smashed previous performance with more people, moving more points, than ever before.

7.5M Velocity members, and one eDM typo sparked a 40-part mini-series chronicling giving away a Billion Points instead of a Million. Nine unique cohorts, split by interests, previous behaviour, and brand life-cycle stage were driven by a one-two punch of call-to-actions: 1) ‘Show my bonus’, contextualised - driving customers to the microsite’s purpose-built points calculator and making Velocity points tangible 2)‘Move my points’ propelled commercial results, compelling consumer action and points transfers Constant engagement in the narrative saw new transferees increase 116% and revenue 34% higher than the previous campaign - creating more people, moving more points, than ever before.

Data gathering & Target Audience : We took a bottom-up approach, interrogating Velocity’s first party data to find the audiences of greatest value and opportunity. The customer database of 7.5M members was then dissected into nine uniquely identifiable cohorts based on factors such as demographic, account activity, and revenue contribution to Velocity. Lookalike modelling was then applied to the highest value cohorts, further increasing our reach and propensity for high-value conversions. Approach: We then created a statistical model which predicted the likelihood of conversion allowing us to refine owned contact strategies and frequency of communications resulting in bespoke messaging for each cohort across all channels. Call to action: We built an addressable audience across Facebook-3.4M and DBM-1.2M ensuring the right message was delivered to the right cohort. Personalised messages and call to actions were delivered to each cohort sequentially regardless of the platform, providing a seamless narrative.


Website URL